Weng Yudong, Pasha Ahmad Tisman, Malik Muhammad Shaukat, Farooq Muhammad Umar, Hussain Siraj
School of Economics, Jilin University, Changchun, China.
Institute of Banking & Finance, Bahauddin Zakariya University, Multan, Pakistan.
Front Psychol. 2022 May 3;13:817619. doi: 10.3389/fpsyg.2022.817619. eCollection 2022.
Green entrepreneurship is a recent business phenomenon that is related to ecological issues. In the time of COVID-19, every business entity is looking for a unique way to be more resilient and noticeable. In this regard, green entrepreneurs hold the potential to manage scarce resources, fulfill social responsibility, and put forward the solution to environmental degradation in the new normal of the post-COVID-19 era. The current venture investigated the opportunity recognition and readiness behavior to execute green entrepreneurship intentions during the post-COVID-19 situation (specifically by underlining the role of market orientation). The present model examined the institutional theory. It put forward the opportunity recognition behavior in the post-COVID-19 era, which can improve youth readiness to opt for green entrepreneurship. The study collected data from 196 university graduate students online sources by using purposive sampling. The study found that the proposed hypothesis has been proved significant while defining green entrepreneurial intentions. Particularly, the study showed that warm glow was the strongest factor to predict green entrepreneur intention. Moreover, this study can contribute to employing the institutional theory as a novel aspect in the academic sphere.
绿色创业是一种与生态问题相关的新兴商业现象。在新冠疫情期间，每个商业实体都在寻找一种独特的方式来提高韧性并引人关注。在这方面，绿色创业者有潜力管理稀缺资源、履行社会责任，并在新冠疫情后时代的新常态下提出解决环境退化问题的方案。当前的研究探讨了在新冠疫情后情况下识别机会以及执行绿色创业意图的准备行为（具体通过强调市场导向的作用）。本模型检验了制度理论。它提出了新冠疫情后时代的机会识别行为，这可以提高年轻人选择绿色创业的准备程度。该研究通过目的抽样从196名大学研究生的在线来源收集数据。研究发现，在定义绿色创业意图时，所提出的假设已被证明具有显著性。特别是，研究表明温暖效应是预测绿色创业意图的最强因素。此外，本研究有助于将制度理论作为学术领域的一个新方面加以应用。
